Strategy and management, the foundations of any successful brand

• Autor: Mayorga Escalada, Santiago
• Formato: artículo
• Fecha de Publicación: 2019
• Institución: Universidad de San Martín de Porres
• Repositorio: Correspondencias & Análisis
• Lenguaje: inglés; español
• OAI Identifier: oai:ojs.pkp.sfu.ca:article/313
• Enlace del recurso: http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/313
• Nivel de acceso: acceso abierto
• Materia: Brands; Management; Strategy; Brand Management; Branding; Marcas; Gestión; Estrategia; Gestión de marcas

When analyzing any branding work we tend to simplify a process that by its nature is enormously complex and multidisciplinary. There is an important current of opinion that tends to reduce the creation of a brand to its logo or to the group of elements that will articulate the visual identity in a sort of cosmetic image, or purely aesthetic. Either by understanding branding as a superficial expense and not as a strategic investment, due to ignorance of the discipline, short-sightedness, lack of means and / or professionals or, by a mixture of all these factors, the brands themselves devalue in many cases from the moment they make the decision not to face their construction in a studied way, serious and coherent.